Who should hospital sales forces target to get their drugs on hospital formularies?

The U.S. hospital marketplace is multifaceted and can be divided into multiple market segments. In this challenging marketplace, pharmaceutical and biotechnology sales people must negotiate increasingly complex organizational and decision-making structures to effectively represent their brands.This study identifies the most important hospital officials to influence regarding formulary decisions at Integrated Delivery Networks, Local Hospitals and among Hospital Health Care Professionals. In addition, the study examines what interaction types are allowed and effective in the hospital setting and also includes short chapters on hospital sales force training and Group Purchasing Organizations targeting.

This updated benchmark study is focused on understanding the variables in developing an effective sales force to service the hospital marketplace and to get products onto hospital formularies.

The study contains data from 2011 and presents longitudinal data from 2008 and 2006 that allows hospital sales leaders to see emerging trends in the hospital marketplace.

Formulary influencers not targeted at hospital health care professional level

Types of interactions allowable at five hospital type segments

Effectiveness rating by interaction type

Who reps interact with during formulary review process

Importance rating of formulary decision makers

Which hospital segments do reps get additional training for

Number of reps who target GPOs

Methodology

This research originated from a Best Practices, LLC research and consulting project. It was conducted for a pharmaceutical client and was based on surveys with executives and senior managers from 12 pharmaceutical and biotech organizations.

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